- Operation Bluebird has asked to cancel the trademark registrations of "Twitter" and "Tweet" by X Corp., alleging abandonment.
- The startup wants to launch a new social network called Twitter.new that recaptures the essence of the old Twitter.
- The case is based on the legal concept of brand abandonment and the change of Twitter's name and logo to X.
- X has until February to respond and could invoke the public's persistent association with the former brand.
La battle for the Twitter brand has opened a new front in the social media sector. An American startup called Operation Bluebird It maintains that, after the platform's identity change to X, Elon Musk has reportedly abandoned the old name and logo.Which would allow third parties to legally claim it.
This initiative seeks to launch a new social network under the name Twitter.newTaking advantage of the symbolic value and recognition that the old brand still retains. The move, which has sparked legal and branding debate worldwide, It aims to revive the experience of the so-called digital "public square" that many users miss. since Twitter's transformation into X.
What is Operation Bluebird and what does it intend to achieve with Twitter?
The company that has decided to stand up to X Corp. presents itself as a Virginia-based startup comprised, among others, of lawyers Stephen Coates y Michael PeroffCoates went on to work as a legal advisor for the former TwitterPeroff, meanwhile, is a veteran specializing in intellectual property who has seen in this situation a rare opportunity in the world of trademarks.
According to their LinkedIn profile, they have been more than a year working discreetly on a platform that aims to recapture the original spirit of the microblogging serviceIn his own words, it's not just about nostalgia, but about “fix what was broken” and to give users back a digital public square where they can once again feel represented.
The project takes shape with the domain Twitter.new, the name they want to use for this new social network. For now, the website functions as a space for username pre-registration, a way to gauge community interest before the official launch, which the The company anticipates this approximately towards the end of next year..
Operation Bluebird insists that it does not maintain no relationship with X Corp. or the former Twitter Inc.Their proposal involves an independent product that retains the identity and dynamics of the old Twitter, but with a renewed focus on security, trust, and content moderation.
The legal basis: abandonment of the Twitter brand
The Operation Bluebird offensive is based on a key legal concept in US law: brand abandonmentUnited States regulations allow for the cancellation of a registration when the holder Stop using it effectively for a period of three years or when there is sufficient evidence that its use has ceased with no real intention of resuming it.
In the petition submitted on December 2 Before the United States Patent and Trademark Office (USPTO), the startup requests the cancellation of the registrations of the words “Twitter” and “Tweet” in the name of X Corp. in order to appropriate them for their new service. The document argues that these names have been removed from products, services and commercial communications of X, and that the company has publicly stated its willingness to break with the old identity.
Among the evidence cited, Operation Bluebird points out that, after buying Twitter in 2022, Elon Musk He renamed the platform X., replaced the iconic blue bird logo in July 2023 and began the progressive redirection of traffic Twitter.com to X.comThere is also reference to a message from Musk himself in which he announced: "We will soon be saying goodbye to the Twitter brand and, gradually, to all the birds."
For the startup's founders, these steps demonstrate that the company has “legally abandoned his rights” Regarding the brand, there is no genuine intention to use it again in the market. The petition argues that not only has the name ceased to be used in the interface and campaigns, but the accompanying visual icon has also been abandoned, which, in their view, meets the abandonment requirements stipulated by law.
Even so, the case is not as simple as it might seem, because X renewed the Twitter trademark registration in 2023, right while the rebranding was underway. That renewal can be interpreted as an attempt to to keep alive the right to the namealthough it is no longer exhibited to the public in the same way.
Expert arguments: residual use and brand value
The legal community specializing in intellectual property views the case with interest, but also with caution. Some analysts believe that Operation Bluebird presents a reasonably solid argument in pointing out the disappearance of the Twitter brand from X's daily operationswhile others point out that there is the concept of the "residual will" or "goodwill" of a distinctive sign.
This concept refers to a brand's ability to to maintain its value and association in the public mind even when its commercial use has diminished or transformed. In practice, although the interface displays the black X as its main distinguishing feature, a large portion of users would still associate the platform with the old name, which could strengthen X's position in any potential litigation.
Several experts emphasize that, from a technical point of view, the complete removal of the name and logo This could be interpreted as abandonment if there is no actual commercial use beyond symbolic mentions. However, to overturn Operation Bluebird's petition, X could try to demonstrate concrete plans to repurpose the Twitter brand in the future in a different product, service, or line of business.
Some legal experts cited by media outlets such as Ars Technica o The Verge They point out that merely symbolic use wouldn't be enough to maintain the trademark, but that any tangible project incorporating the brand could significantly complicate things for the startup. The legal ambiguity, combined with X's resources, suggests a lengthy legal process. lengthy and potentially costly.
Furthermore, the question arises as to what extent it is reasonable for a third party to take advantage of a trademark that Millions of people still associate the service with the original.Some experts describe the situation as "strange" because it clashes with the perception of the average user, even though it conforms to the literal interpretation of the regulations on abandoned trademarks.
The proposal for the new Twitter.new: moderation and the public square
Beyond the legal front, Operation Bluebird is trying to distance itself from X through its product offering. Its creators claim they have been building a social platform very similar to classic Twitterbut with a more advanced focus on content management and user experience.
One of the pillars of the project is a system of AI-based moderation They explain that it's not limited to reviewing isolated words, but seeks to understand the context and intention behind what is published. The idea is to avoid both perceived censorship and the automatic amplification of controversial content that only seek to generate outrage and clicks.
The startup advocates a model of “Freedom of expression, not freedom of scope”In practice, this would mean that problematic posts wouldn't be systematically removed, but the system would refuse to amplify them in recommendations and trends if they are deemed misinformation or other types of harmful content. All of this, they promise, will be done with a high degree of transparency so users understand why they see what they see.
The stated mission of Operation Bluebird involves rebuild the old public square which, in their opinion, was damaged by Twitter's changes of direction after Musk's acquisition. They speak of recovering the sense of community where public figures, brands, and anonymous users could interact in an open forum, albeit with modern tools that reduce noise and abuse.
The project's promoters acknowledge that alternatives have emerged, such as Mastodon, Bluesky or Threadsbut they maintain that none have managed to replicate brand recognition and the central role Twitter's role in the global conversation leading up to the rebranding is precisely why they consider the possibility of acquiring the name and imagery of the blue bird so strategic.
Calendar, X's response, and possible scenarios
At the moment, the case is in a relatively early stage. According to information gathered by specialized media, X has until February to respond formally to the trademark cancellation request filed by Operation Bluebird with the United States Patent and Trademark Office.
If X decides to fight back, the procedure could to last for several yearswith an exchange of evidence, allegations, and potential appeals. The outcome will depend largely on each party's ability to demonstrate, on the one hand, the existence or not of effective commercial use of the trademark, and on the other, X's actual intention to reuse it at some point.
The founders of Operation Bluebird acknowledge that the situation isn't entirely certain. While they are confident that Musk's track record, the complete rebranding, and the removal of the logo support the idea of abandoning the project, they are aware that X could still change. react with a defensive move that involves partially reactivating the brand to strengthen its position.
Despite the uncertainty, the startup shows a remarkable degree of confidence: it has not only requested the cancellation of the trademarks “Twitter” and “Tweet”but has also begun the process of registering the name Twitter in its own name. The plan is to publicly launch Twitter.new at the end of next year, with the intention of capitalize on the brand's appeal from day one.
Beyond the specific outcome, the battle between Operation Bluebird and X highlights the enormous weight they still carry. intangible assets and brand memory in the digital platform business. Although Musk's company has bet everything on X, the shadow of Twitter remains very present both in everyday language —many users still talk about it— and in the collective imagination.
What happens from now on will serve as fireproof to understand to what extent such a radical name change can leave room for other actors to claim the legal and symbolic heritage of a historic brandor whether the link between X and Twitter remains strong enough to prevent anyone else from appropriating that legacy.
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